A long time ago, Content Marketing was a new “thing”.
In the early days, I attended the conferences and listen to the emerging Content Marketing leaders like Ann Handley, Joe Pulizzi, Brian Halligan, Mark Schaefer, Bill Flitter, Robert Rose, Lee Oden, and Rand Fishkin. I read the books from Paul Roetzer, Jay Bayer, Arnie Kuenn and many others.
I subscribed to the content from gurus including: Jeff Bullas, Barry Feldman, Heidi Cohen, Brian Clark, Brian Solis, Gini Dietrich, Pawan Deshpande, John McTigue and many more. I embraced, experimented with and evaluated dozens and dozens of tools and solutions to get and stay up to speed. And I’ve given my best OJT (On the Job Training) effort of pulling all of this together in real-time with a passion to help my customers succeed.
Time out and a look back.
The days of just pontificating about the value of Content Marketing have long passed. And as CMI reports, virtually every business or brand is involved in Content Marketing in one way or another. Yet, somewhere along the way to today, the infatuation with the tools, platforms or process often eclipsed what was actually created, distributed or measured.
Today, it’s harder than ever to get attention. It has to be earned. And that’s only going to happen by delivering the most impactful education and information that your customers could ever ask for. “Good enough” just isn’t enough any more. Especially over the long term.
As Mark Schaefer shared at an event, “The dirty little secret of content marketing is that you don’t have to be the best teacher to succeed.” At this point, that’s a quaint memory worth forgetting.
For those who’ve embraced “the new marketing” or are considering a late entry, it’s time to put aside the platforms, process, parts, posts, pundits, personas, publishing, and performance. This informative infographic captures some of what I’ve experienced, consider and think about every day in this always interesting, forever changing and sometimes overwhelming online marketing environment.